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Entrant: Ogilvy India, Mumbai
Brand: Vodafone Idea Ltd.
Title: "Vi Human Network Testing Network"
Corporate Name of Client: Vodafone Idea Ltd.
Client Company: Vi, Mumbai
Client Company Executive Vice President: Sreerupa Banerjee
Client Company Vice President: Jessin Joy
Chief Marketing Officer: Avneesh Khosla
Client Company Brand Manager: Lavira Fernandez
Client Company Brand Manager Social: Aditya Rana
Agency: Ogilvy India, Mumbai
Agency Executive Chairperson: Hephzibah Pathak
Agency President and Head of Office Mumbai and Kolkata: Hirol Gandhi
Agency Associate President: Maninder Bali
Agency Executive Vice President: Debaleena Ghosh
Agency Vice President: Krunal Bhatt
Global Chief Creative Officer: Liz Taylor
Agency Chief Creative Officer, Asia Pacific: Reed Collins
Chief Creative Officers: Kainaz Karmakar/Harshad Rajadhyaksha/Sukesh Nayak
Executive Creative Director: Rohit Dubey
Senior Creative Directors: Rishabh Dave/Shashank Sharma
Group Creative Directors: Nikhil Waradkar/Shahrukh Dandiwala
Creative Director: Amritanshu Kaul
Creative Directors - Art: Sayan Sengupta/Saurabh Narvekar
Associate Creative Directors: Supriya Gharge/Prashant Sukumar
Copywriters: Harshad Rajadhyaksha/Kainaz Karmakar/Rohit Dubey
Art Director: Maria Sony
Agency Head - Experiential Marketing & Branded Content: Krishnakant Mishra
Agency Brand Strategist: Abir Banerjee
Agency Strategic Planner: Satyaki Purandare
Agency Senior Account Executive: Ciana Braganza
Agency Client Service Director: Kishor Manjrekar
Agency Management Supervisor: Mann M Parekh
Production Company: Hungry Productions, Mumbai
Director: Mahesh Gharat
Senior Executive Producer: Dharam Valia
Executive Producer: Siddhartha Artha

Description:
Vi, the newest brand in the telecom industry, born from the merger of erstwhile leaders, Vodafone and Idea, in the hopes to consolidate efforts for a stronger network experience, but those wishes came crashing down.

Significant network lapses and drops during the initial days, resulted in a deep negative perception. This coincided with the pandemic, when the need for connectivity was more acute, further aggravating the disappointment. And Mumbai was one of the worst affected.

Mumbai’s population is double that of Belgium, making it one of the metros with highest telecom user base. It had historically been a strong market for us and had a high concentration of high value customers. Negative perception towards Vi was most acute in Mumbai. Being a high-performance city, poor performance in network was simply unacceptable. As a result, in the last year itself, there had been in a massive decline in consideration amongst Vi’s own users. Mumbaikars (as they are popularly called) were lapsing out of Vi in droves.

How to rebuild network reputation in Mumbai, to regain consideration and turn around business?